As the CEO of Extreme Diva Media and a published author, I have seen non-fiction publishing go through tremendous changes in the last 15 years. Currently, publishing is in the 4.0 phase. Lost? Let me explain:

Let me explain:

• 1.0: These were the days when authors wrote books and then sat back to wait. Publishers did most everything else. Once the book was released, the publishing house did all the marketing and arranged book tours for the author. Then, it was just a matter of waiting for the royalties to roll in.
• 2.0: About 15 years ago, a major change occurred. Publishers wanted a full marketing plan included with each non-fiction proposal. As publishers worked to expand their mid-list title numbers, they became unwilling (and unable) to invest money in authors and books that might not make the money back. Therefore, authors were expected to market their own books. Authors included fabulous marketing plans with their proposals but many were unable to carry out the plan when the time came. Books were dying quick and painful deaths before the ink was barely dry.
• 3.0: The next phase came 5-10 years ago, the new word in publishing was PLATFORM! Not only were authors expected to create and carry out a full blown marketing plan, they also needed to come equipped with a ready made audience prepared to buy thousands and thousands of copies of their books. As it became more and more difficult for mid-list and first time authors to find a publisher, a growth in Print-on-Demand publishers, pay option publishers and self publishing occurred.
• 4.0: This is where publishing now does business. The Big Houses are bleeding red ink. They only seem interested in doing business with the Celebrity of the Moment. Jump on the Celebrity's band wagon, get the book out quick, sell millions in a flash and move on to the next Celebrity of the Moment. The average person with the ability to write and a story to tell, advice to share, has little or no chance to be published by the Big Houses now. The good news is there are now dozens of options open to authors seeking to get their non-fiction book published. Unfortunately, many authors found all the new options available confusing. Do I need a blog AND a website? How can I use social networks to promote my book and which ones should I join? If I do join a social network, how do I balance between updating regularly and my other responsibilities? In addition, authors found themselves left alone, with no guidance and no support system. It left authors juggling the variety of tasks necessary to promote their book while they worked to write the next book. Authors suddenly had all the responsibility for the success of their book and none of the control.
• 5.0: As the CEO of Extreme Diva Media, I am introducing a new generation in publishing. I believe in the power of synergy in which the whole is greater than the sum of the parts. Rather than authors and publishers working separately, I believe they need to work in conjunction with one another, for the success of both.

Yes, I know what a radical idea this is. However, I have been doing things my own way my entire life. How else would you explain the fact I quit my job as a Merchandise Manager for JCPenney and enlisted in the United States Navy when I was 31 years old? When a system or way of doing things doesn't seem to work for me, I look for another way to do it. Sometimes it's better and sometimes it just works for me. With Publishing 5.0, it works for me and I think it is the better way of doing business.

Publishing 5.0 defines the authors as an Independent Business Owner with a company of 1. By helping authors see themselves in this light, it offers them a new worldview of their role in their success. Now they are not simply authors, they are business owners and the product they are offering through their business is their message. Once they shift their view from the books and see their message as the product, it enables them to define their market and develop a variety of ways to package their message for their market. Some of the forms the message takes are:

• Books;
• Presentations;
• Articles;
• Websites;
• Blogs;
• Podcasts;
• Audio;
• and video.

Once the message is defined and the market determined, it becomes much easier for the IBO (Independent Business Owner) to find ways to reach their specific market with their focused message.

How do publishers enter into this formula? I believe it is my responsibility to mentor our authors as they begin this process. We are able to offer them the tools and techniques they need to successfully run their business. These items include:

• Business cards,
• Websites,
• Blogs;
• Podcasts;
• Audio products;
• Seminar platform;
• and, most important, training.

We do this to help our authors and speakers develop their business. We also do it for our own benefit. When our authors succeed, our company succeeds. The greater our success, the more authors and speakers we are able to help. Does this work with everyone? Unfortunately, no. I have found too many authors still believe in a world where Publishing 1.0 is the King. They believe all they need to do is write the book and it is OUR responsibility to do all the rest. As a publisher, I have been reminded time and again of the 80/20 rule. I am willing to continue mentoring authors as long as there is that 20% willing to do what it takes to succeed. After all, they are the ones that give me 80% of my business.

As an author, how do you become a part of Publishing 5.0?

1. See yourself as an IBO;
2. Focus on the Message not the Medium;
3. Define your Market in specific terms;
4. Utilize the available media and tools to reach your Market with most effectively with your Message.

It really isn't difficult. It does take working daily to keep your Message up to date, run your business efficiently and remain in contact with your Market.

I plan to use this site to offer authors tools and techniques to help them run their business using Publishing 5.0. These aren't simply theories for me. I am using these same tools to run our company and my business as an IBO. Together, we can work to lead publishing, publishers and authors into the 21st century.